iGaming on the Court

In today's iGaming industry, traditional B2B communication formats—such as exhibition booths, formal presentations, and corporate dinners—are increasingly being complemented by more dynamic and informal solutions. The market is searching for ways to make connections between potential partners feel more natural and authentic. A prominent example of this shift is the global Bloko Padel Tour 2026 tournament series, organized by tech provider Blokotech and supported by slot developer Belatra Games as a Gold Plus sponsor.

It was this transformation of B2B communications that was the subject of an interview with Kateryna Goi, CMO of Belatra, and Delfina Crespo, Head of Marketing Communications at Blokotech, for SoloAzar.

One of the key drivers behind the format's success is its unique ability to strip away corporate hierarchy and structural barriers. On the court, executives from operators, software developers, and service providers interact as equals, regardless of their official titles. The fast-paced dynamic reveals authentic personal qualities, showing how people handle pressure, collaborate, and navigate both wins and losses. This shared physical experience offers far deeper insight into a potential partner’s personality and values than years of standard email correspondence or routine calls ever could.

Furthermore, on-court networking helps bridge cultural divides across different regional markets. While Latin American business culture tends to focus heavily on personal trust before moving forward, European markets often prioritize structure and efficiency. On the padel court, however, these regional differences fade into the background. Thanks to the sport's low barrier to entry, both beginners and experienced players can easily engage, finding common ground through teamwork, competitive spirit, and mutual respect.

Addressing the commercial aspect of the tour, the executives explored how to measure the return on investment for non-traditional marketing initiatives. In an oversaturated market featuring hundreds of similar products, traditional networking events can lose their novelty. While the path from initial on-court contact to a signed contract is rarely immediate or linear, experience-led initiatives serve as a vital brand-building strategy. They keep companies at the top of partners' minds, ensuring that when decision-making time comes, the brand stands out naturally.

The conversation also highlighted the unique structure of the Bloko Padel Tour, which functions as an ongoing year-long narrative rather than a single standalone event. Having already completed successful stops in Buenos Aires, Miami, and Malta, the tour builds momentum across continents. Notably, the Malta stage coincided with Belatra Games’ 33rd anniversary celebrations, allowing the brand to integrate memorable community experiences directly into the sporting event.

The entire series will culminate in a grand finale on October 2 in Rome, held alongside the SiGMA World conference. The organizers promise an expanded program featuring high-energy matches, entertainment, and extensive networking opportunities. Designed to serve as an informal hub for industry leaders and C-level executives, the Rome finale is set to lay the foundation for numerous future B2B partnerships across the global iGaming ecosystem.